What is hotel eCommerce?
So, hotel eCommerce refers to commercial transactions that are conducted electronically over the Internet. In the hotel industry, we typically talk about hotel booking engines rather than eCommerce, but if you sell your services online, it's technically eCommerce.
Typical eCommerce includes online travel agents and agencies, booking engines, metasearch engines, and other third-party sites selling hotel rooms. Most travelers book online nowadays and expect a secure and streamlined process. Are you meeting their needs?
8 effective hotel eCommerce strategies
Start by designing a website that supports smooth bookings. Keep the process as simple as possible, focus on making your website reputable and credible, and make it easy to reach customer support. An eCommerce that meets all these requirements is guaranteed to be successful.
Optimize your hotel eCommerce for online bookings
Optimizing hotel eCommerce for online bookings will drive more direct bookings. User experience on your hotel's website should be as seamless as on the other online booking sites, OTAs, and metasearch engines. Otherwise, you risk losing guests. Your website should be easy to navigate, look good, and clearly show what you're offering.
Pro tip: a prominent "book now" button supports an easy booking process. Give your visitors as many reasons as possible to book directly, such as the lowest available rate or a price-matching guarantee. Don't forget to make your content available in different languages.
Don’t forget about mobile
Nowadays, mobile optimization is non-negotiable. Modern guests often book on the go, so be sure your website and booking engine are mobile-friendly. The functionalities should be the same as on the desktop version – just ensure content is easily readable by adjusting the layout to a mobile device.
Make customer support easy to reach
If you want to boost your direct bookings, make it easy for less tech-savvy audiences to get help if needed. Whether you integrate a chatbot to answer frequently asked questions or offer other ways of reaching your staff, online support is fundamental for a smooth booking process on your eCommerce.
Use SEO techniques
Search engine optimization is just as important as Google ads or advertising on social media channels. Websites optimized for search engines rank higher and drive more direct bookings. Creating content with the right keywords will boost your hotel’s eCommerce and online visibility.
One technique that can help with SEO while improving the user experience of your hotel’s eCommerce is adding a FAQ section. It helps potential guests find all the information needed to complete the booking.
Make booking process as seamless as possible
Nothing drives potential guests away faster than an over-complicated booking process. Keep it simple: selecting dates, adding contact info, and hitting a “book now” button is enough. Once the booking is complete, send a confirmation email right away.
Payment should be straightforward, too – offer multiple payment options through a secure payment gateway. Pro tip: in eCommerce, having a booking engine that mimics your website inspires trust and increases buying confidence.
Manage your online reputation
Reviews are one of the first things potential guests check before booking. They want to check if others had a positive experience at your hotel. Keep an eye on your online reviews and closely monitor guest feedback – the key is to respond to any issues as quickly as possible.
Feature helpful reviews on your eCommerce – read more about enhancing social proof.
Don’t neglect user experience
User experience is one of the eCommerce pillars. It's often the deciding factor, so you should ensure your visitors feel good when interacting with your hotel's website. It's about engagement, keeping it simple, and only using elements that enhance user experience.
Your goal is to address your target audience's needs and demands while keeping a consistent user flow across your website and other channels. Pro tip: make crucial information or elements (like the "book now" button) stand out using bold design.
Optimize for conversion
Optimizing for conversion is about turning your eCommerce visitors into guests. That's why you want to have various conversion points across your website. Make all the information easy to find and visually appealing while removing any possible barriers to purchase. The more you design your website with conversion points in mind, the more likely you'll win the customers over.
Conclusion
We’ve looked at effective hotel eCommerce strategies – optimizing your website, offering customer support options, employing SEO techniques to make it easier for search engines to find you, simplifying the booking process, managing your online reputation, and focusing on user experience. Your visitors want a smooth, simple, and straightforward booking process. When you meet their needs, turning potential clients into paying guests is a breeze.
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